“The more partners we have, the more we lose control of what we are saying,” says Dani Marks, senior director of brand marketing for Alex and Ani, discussing the company's latest transition. “We are going back to our roots of having a more direct relationship with the consumer," she continued. "We know our customers so well, and our products are part of peoples’ lives. We want to control the conversation we are having with them.”

At the moment, 50 to 55% of the company's revenue comes from their concept stores and website. They are looking to up those numbers to around 80% with the launch of 25 to 30 new concept stores sometime next year. Their trajectory falls in line with charm brand Pandora's 2016 overhaul, when it dropped a number of its independent merchants.

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